Mike Haas

Slide1: 

Slide2: 

Slide3: 

or does it matter anymore? Radio - TV - Internet IT (T) ? ITT MATTERS „Now' „Me' „You' „Here'

Slide4: 

Time spent reading T.S.R. ITT Matters!! (Here + now + me and you) How do you generate media culture? Time spent listening T.S.L. Time spent viewing T.S.V.

Slide5: 

Slide6: 

Slide7: 

Slide8: 

1 5 50 100‘s past present tomorrow As channel availability goes up… The Choice Paradox

Slide9: 

… channels used and preferred goes down 1 5 50 100‘s past present tomorrow The Choice Paradox

Slide10: 

Media Delivery Systems – what we know

Slide11: 

Media Change – what we don‘t know

Slide12: 

VOD (Video on Demand) The Hardware with the Software Free View (Preview to Pay per view) Catch up TV (replay) (Soap / episode TV) PVR (Personal Video Recorder) TV phone (Shopping TV, Vote TV)

Slide13: 

Channels andgt; USP – Unique Selling Proposition The „Brandware' with the Message Brands andgt; UXP – User Experience Viewers andgt; User Views „Viewsers'

Slide14: 

Users choose to buy something… A product Products are going visual

Slide15: 

Product Channels Brand Channels Brand TV become become

Slide16: 

Where is this media money going to come from? Spots Product Films Shows … like BMW TV

Slide17: 

… or Volkswagen Dialogue with „subversive consumers' spoken with an ironic twist

Slide18: 

Slide19: 

Slide20: 

Slide21: 

Is this an ad? Is it a spot? Is it a promo? Or dialogue? Or could the idea even have come from consumers?

What about whole feature series?: 

What about whole feature series?

Slide23: 

VW 'Star' Horst Schlämmer

Slide24: 

… or Reebok office linebacker? A Channel unto itself? Doesn‘t this look like user generated media?

Slide25: 

Slide26: 

Is it TV? Or is it „viewser video'? ( usp + uxp + user views) Brand TV

Brand TV: 

What about „boring' products like mortgage or financial services? Brand TV

Slide28: 

Slide29: 

Slide30: 

So, what do you think?

Content Generation: 

A good joke will always be passed on A good story will always be told at the fireside Organic realism is now in the hands of millions of promotion and designer / producers … the PUBLIC Content Generation

What does , and have in common?: 

What does , and have in common?

Slide33: 

Slide34: 

So, what else is in the News…

Slide35: 

Cable network operators plan to invest more than half a billion euros Broadband Internet jumpes from 114,000 to 390,000 (+276,000) ARD-ZDF-Online Study 2007: 40.8 million German online Growth rate strongest with women and 50+ With 5.1 million 60+ „silver surfers' outnumber 14 – 19 internet user (4.9 mio)

Slide36: 

Are they in the UK doing more digital?

So what is the latest trend?: 

So what is the latest trend?

What about the other guys in Hollywood?: 

What about the other guys in Hollywood? Trying to find a way into the world of social networks, blogs and online video shorts Mega-TV producer will create a string of videos for user-generated site Eisner / Disney… Bochco / LA Law / Hill Street Blues

Slide39: 

So are the real animals … So the American lions and tigers are on a hunt –

Slide40: 

Headlines will drive you crazy ? ? ? ? ?

Don‘t just read the headlines…: 

Don‘t just read the headlines… The future of „yesterday‘s media' (broadcast television) is stronger than ever Traditional TV was a great business and is getting better Have to form strong channel families of flagship networks with „fleets' of niche channels

Slide42: 

Maybe he means traditional media was never „gone' - IT(T) matters. It‘s here. „We should not be scared of technology. Internet TV, mobile, we see many of these are our competitors but these are all essentialy distribution methods and distribution, in my opinion, is not our main business. Content and branding are our main business and in those we don‘t compete with these new technologies, we have to deal with them.' (Gerhard Zeiler)

Slide43: 

Groups such as RTL are really in the content and brand business and should see these platforms as bonus „…embrace fragmentation. „Let‘s fragment ourselves before we will be fragmented by others.''

In other news… Starbucks is brewing beatles: 

In other news… Starbucks is brewing beatles The Wall Street Journal, March 23 – 25, 2007

Slide45: 

The Wall street journal says your car will not only know which song was playing on what i-channel – but also how fast you were going when you had that crash. Telematics Crash

Slide46: 

Streaming audio is about to change what you define as Wireless Lan and oh…forget Satellite International Herald Tribune, March 29, 2007 Wi Fi Wi Max

Slide47: 

The Wall Street Journal, May 2, 2007 It‘s a „radio' again! „When it wasn‘t connected to Wi-Fi, I was disappointed to not be downloading new songs. My iPod suddenly seemed old-fashioned.'

Slide48: 

The Wall Street Journal, May 2, 2007 And mobile phones are being packed fat like a Swiss army knife while flat screens go organic – OLED –

Slide49: 

and may even be cheaper than a window and just as clear. Financial Times, May 2, 2007

Slide50: 

Oh, and that „radio' is a selling tool for cars again…

Slide51: 

Best Radio on Radio?

No radio to buyanywhere at Munich International Airport: 

Future of Radio? Wolfram Tech No radio to buy anywhere at Munich International Airport

Digitalisation & Fragmentation: 

Digitalisation andamp; Fragmentation Future of Research Christoph Pöschl Florian Henckel von Donnersmarck Oscar Prize Winner for „The Lives of Others' No more mass market research?

Slide54: 

Slide55: 

Radio TV Internet does it matter? What is „IT'?

Who will be the content generation kings of Hungary? : 

Who will be the content generation kings of Hungary? The networks? The agencies The production companies? … Or the viewers?

Slide57: 

Slide58: 

Wasn’t RTL’s Mr. Zeiler right about classic content? Without it YouTube is an empty tube Maybe „it' is, classic content but in a context with an attitude

Slide59: 

Isn’t attitude part of cultural dialog?: 

Isn’t attitude part of cultural dialog? A video clip of a supporter singing Lionel Richie‘s 1983 tune „Hello,' with new French lyrics that praise the candidate and substitute the word „Sarko' for „Hello' in the Chorus.

and isn‘t : 

and isn‘t attitude organic ideas base of our industry? on top of the

Slide62: 

Slide63: 

So why do we insist on defining Networks as just Networks … or just making promos? Aren’t promos – programming? And if it’s done right, isn’t that promotainment?

Slide64: 

Slide65: 

On ABC On itunes Music Store / TV shows / Lost On ABC.com / free episodes / Lost Time Warner on demand / ABCOD / series / Lost On Verizon Vcast / Hits / Lost Viewsers get this promotainment

Slide66: 

Will it matter where I get lost, if I don’t have to put up with all the other 'junk'? Viewsers will react to Promotainment that Engages them

Slide67: 

The Wall Street Journal, April 25, 2007

Slide68: 

TV / broadband / Internet / cable / mobile And while the younger Mr. Murdoch and the older Richard Branson battle it over control of 4 play in Britain’s living rooms…

Dad is busy buying Dow Jones and the Wallstreet journal.: 

Dad is busy buying Dow Jones and the Wallstreet journal.

Slide70: 

But why? Isn’t print over with? Dead? On the way out?

Slide71: 

USA Today, May 14, 2007 Murdoch built world‘s biggest newspaper – radio – TV – Internet organization …not just in the Newspaper business – but in selling news, information, entertainment and advertising 24/7 in any way the consumer wanted. Wall street analysts don‘t understand that newspaper reporters are the best gatherers of news and information on earth

Content with an attitude: 

Content with an attitude Grab attention / simple ideas Make it memorable / life affirming Keep trust / stay true Reward loyalty Be brave and… Have fun

Slide73: 

Slide74: 

Did you see a few clips you liked? Wanna see ‘em again? clips, text and posted links @ www.bci.de or contact Thomas Schmitz thomas.schmitz@bci.de … nice German guy who speaks English and will be glad to help you…

Slide75: